In the advertising and marketing world its important to be cautious about the kind of language and tone you use while communicating with your internal and external customers. Any company or enterprise, irrespective of the industry, has to be aware of the fact that they have to maintain a consistent brand image. The language and the tone of communication plays a very critical role in defining and maintaining that brand image. Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products or services.
While defining a brand language for a company it is important to be careful about the choice of words and the tone used. Here are the 5 benefits of choosing the right brand language for your company:
– Its all about Keywords: Ask your customers this: What are the words that come into their minds when they think about your business or brand? For example over 80 percent of the world’s population directly associates “dreams,” “creativity, “fantasy,” “smiles,” “magic,” and “generation” with the Disney brand. So its important to carefully chose the words that you use while communicating with customers. Its like offering a visual cue i.e. the moment someone sees your brand or company, they should associate it with certain keywords.
– Build Relationships: Your tone will clearly signify how good you are with your own company objectives and the brand. Many brands use formal language, and that directly reflects in the way they deal with their customers. A more relaxed, friendly or catchy tone should be used if the company actually lives those values. So if your tone does not reflect your company values and your personality, your communications will always appear awkward.
– Be positive – The key to successful branding is to chose words and a tone that gives a positive effect in the minds of the customers. When positive words become strongly associated with particular brands, these words can become assets, to the extent that competing brands may find the words difficult to use. For example words used by brands such as Kellogg’s and Gillette i.e, healthy, masculine etc.
– Make it simple yet sharp: It is important to use a language that is easily understood by the masses but it should have sharp edges that cut across the normal patter of communications. Take your language cues from your company values, your brand personality and most importantly your customers. Listen to what customers say about their experiences and use those as keywords. With the advent of the internet, companies and brands have become extremely involved in social media and online listening and are actively monitoring the most searched words, hashtags that people are interested in, most popular categories under a business and industry etc.
– Build a Perspective: It is not about what a company says, its about what your customers here or perceive. Words used should build a perspective in the minds of the customers. For example when we think of Kellogg’s we think of words such Breakfast, Snacks, Recipes, Cereal etc, but the perspective it offers to its customers is healthy and uplifting. So its important to always keep the perspective in mind while choosing the words to be used to define a brand, because at the end of the day its all about your customers.
Have you ever wondered what does the word “viral” mean? Have you ever thought what might go into creating a so called “viral phenomenon”? Is it an act or some form of information flowing through a network?
To explain it in simple terms it’s more of a pattern (or object) that has the ability to replicate its own copies, more like a chain reaction. This is a common way to describe how thoughts, information and trends move into and through a human population. In a business context this “pattern” is referred to as CONTENT.
Marketing departments of businesses try to create such “patterns” or content that has the ability to go Viral. This generally falls under two categories – entertaining & useful. Something that has a unique blend of both these elements is an ideal form of VIRAL content.
Your content could be an article, a video, marketing collateral, a photograph, an info-graphics or simply a piece of news. Unlike traditional marketing and advertising content, there are certain attributes of typical viral material. Here are some important elements of viral content:
Keep it positive, real and simple: Any form of content that creates a positive effect has more probability of going viral. Stuff that makes us feel good about ourselves and the people around us. The content should be real i.e. it should appear realistic and believable. Also, any material that is confusing to understand or comprehend is generally ignored. The most viewed, talked about and shared content is anything that is simple to understand.
The SHOCK factor: Your content should have the “awe” effect i.e. it should simply be remarkable. It should be something that people haven’t seen before and can’t resist commenting on. This could be in the form of a video, a research article, or it can also be something as simple as an exhaustive list of some useful resources or tips.
Appreciation and recognition through association: This is by far the most important attribute of viral content. When people share or talk about your content they would expect appreciation and recognition for it. A user who shares content will want to be recognized both as the person who discovered it and the person who introduced others to it.
Sharing is Caring: Any form of content created should be made share-able. With the advent of social media, it’s important to keep in mind that your material should have the option of sharing i.e. it should have buttons that allow it to be shared on social media websites such as Facebook, Twitter, Digg etc. These social media platforms have become the hotspots for viral content. A simple retweet or a “LIKE” could get tremendous amount of traction to your content.
Last but not the least; we should never forget that we need to STAMP and brand the content. The creator of the content should get due visibility, and its best done when you do it subtly at the end. Things like a quick mention about your business or brand in your article, photograph, video or info-graphic, go a long way in creating awareness about your business.
Did you know that online Video Marketing is going to soon supplement traditional Television Advertising?
A recent finding has shown increased synergy between TV and digital video format when used together in cross media marketing campaigns. Online video marketing continues to develop dramatically and soon we will see it evolve from its support role onto the most important component of media buying and planning process.
In a recent study, comScore examined the reach of video marketing within the online population as well as among the total US population, and divided it in terms of age groups:
YouTube is the clear leader in the online video market today, drawing 146 million viewers in March 2012. Other leading publishers of video content include Yahoo! (61 million viewers that month), VEVO (51 million) and Facebook (45 million). The average monthly audience for online video content is steady at around 180 million people, the degree to which users engage with online video has increased dramatically in the past year.
A digital marketing plan without an online video marketing component is incomplete. Now-a-days, businesses and brands are understanding the need of going online with video and are also planning there media buying initiatives accordingly. So it is about time that you get in the game too.
For complete online video marketing solution, contact us today.
Online reputation management (ORM) is all about analyzing, monitoring, and mitigating the content on SERPs i.e. search engine result pages. From a brand or business point of view, it primarily involves keeping an eye on what is written about a client or a customer on the Internet, then utilizing refined online and offline techniques in promoting positive content thereby enhancing the online reputation.
ORM is directly related to SEO (search engine optimization) and has become an important element for businesses and brands online. ORM techniques include online promotional activity through new content creation, participation in the social web sphere through forums discussions, blog articles and social networking. It also involves promotion of fresh and “positive” content, building highly social profiles and even creating personal domain names.
The first step towards ORM is to find where your brand or business stands online. The next step is to post positive content i.e. if you want to make negative webpages appear lower in search; you’ll need to create positive content of relevance to push the negative links down.
At Small Business Pool, we offer complete solutions for online reputation management, starting from social media discussion and commenting to forum posting and blog articles. Our consulting approach is unlike the automated methods that works on technology. We do in-depth online research of our business and brand and take necessary steps to enhance your online reputation.
Contact US for free consultation.